EISTA Conference Presentation 2008

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  • THIS IS A TEST
  • EISTA Conference Presentation 2008

    1. 1. Using Technology & Multi-Media to Market Applied Online Graduate Programs EISTA June 29, 2008 Dr. Greg Williams
    2. 2. Dr. Greg Williams <ul><li>Director & Clinical Assistant Professor </li></ul><ul><li>Univ. of Maryland </li></ul><ul><li>[email_address] </li></ul><ul><li>www.gregwilliams.net </li></ul>
    3. 3. Agenda & Overview
    4. 4. Your Expectations?
    5. 5. Case Study Facts <ul><li>Univ. Maryland, Baltimore County </li></ul><ul><li>Instructional Design grad program </li></ul><ul><li>Enrollment declining </li></ul><ul><li>One year to improve </li></ul><ul><li>Staff of one </li></ul>
    6. 6. Program Enrollment FY 2004 – 771 Credit Hours FY 2008 – 1239 Credit Hours 2004 – 2008 increase of 60%
    7. 7. Today’s Consumer <ul><li>Search when they need to </li></ul><ul><li>They are in control </li></ul><ul><li>Little time to spend </li></ul><ul><li>Fast paced lifestyle </li></ul><ul><li>Search using tools they know </li></ul><ul><li>Think like “adult learners” </li></ul>
    8. 8. Marketing Shift
    9. 9. Marketing Shift <ul><li>Mass media to customized </li></ul><ul><li>Control from advertisers to consumers </li></ul><ul><li>Sketchy results to measurable results </li></ul><ul><li>Limited Internet access to widespread </li></ul><ul><li>Few media tools to many tools </li></ul><ul><li>Traditional ads to Internet </li></ul>
    10. 10. Typical Marketing Approach (graduate program) <ul><li>Stale ideas (e.g. open house) </li></ul><ul><li>Mostly advertising </li></ul><ul><li>Program & services not evaluated </li></ul><ul><li>Ineffective inquiry mgt & follow-up </li></ul><ul><li>Passive use of technology </li></ul><ul><li>Little engagement of enquirers </li></ul>
    11. 11. Integrated Marketing <ul><li>Opposite of university approach </li></ul><ul><li>Not just advertising </li></ul><ul><li>Comprehensive approach </li></ul><ul><li>Goal “to make selling superfluous” </li></ul>
    12. 12. Integrated Approach <ul><li>Needs assessment </li></ul><ul><li>Marketing research </li></ul><ul><li>Product development </li></ul><ul><li>Pricing </li></ul><ul><li>Distribution </li></ul><ul><li>Selling </li></ul><ul><li>Advertising </li></ul><ul><li>Public relations </li></ul>
    13. 13. Position Statement <ul><li>Why are you unique? </li></ul><ul><li>Program and services </li></ul><ul><li>Problem you are solving? </li></ul><ul><li>What do you offer that other’s don’t? </li></ul><ul><li>Why should people associate with you? </li></ul>
    14. 14. Analysis Results <ul><li>Need for program </li></ul><ul><li>Student & alumni profile </li></ul><ul><li>Program quality good </li></ul><ul><li>Students, alums, employers liked program </li></ul><ul><li>Some new courses needed </li></ul><ul><li>Program updates needed </li></ul>
    15. 15. Analysis Results (cont’d) <ul><li>Pricing was acceptable </li></ul><ul><li>Opportunity to go online </li></ul><ul><li>Poor sales function & inquiry mgt. </li></ul><ul><li>Traditional ads, little tracking </li></ul><ul><li>PR was at university level, not program </li></ul>
    16. 16. What Didn’t Work in Past <ul><li>Website & Open house </li></ul><ul><li>Focus on single ads </li></ul><ul><li>Ineffective follow-up </li></ul><ul><li>No champion </li></ul>
    17. 17. We’re Having Cookies!
    18. 18. Focus on Content Customer Needs <ul><li>What do they want & when </li></ul><ul><li>How do they look for it </li></ul><ul><li>Is your content meaningful? </li></ul><ul><li>Is your message reinforced? </li></ul>
    19. 19. What Did Our Customers Want? <ul><li>Career info </li></ul><ul><li>Professional development info </li></ul><ul><li>Answers to their job situation </li></ul><ul><li>How will program help me? </li></ul><ul><li>Career counseling </li></ul>
    20. 20. My Approach <ul><li>Integrated marketing </li></ul><ul><li>Technology as communication </li></ul><ul><li>& marketing tool </li></ul><ul><li>Build relationships </li></ul><ul><li>Interactive communication </li></ul><ul><li>Meaningful content </li></ul><ul><li>Career content & services </li></ul>
    21. 21. Action Plan <ul><li>Biggest impact on enrollment? </li></ul><ul><li>Our position statement </li></ul><ul><li>Focus on career </li></ul><ul><li>Use technology to help </li></ul><ul><li>Short-tem vs. long term </li></ul>
    22. 22. No Silver Bullet
    23. 23. Technology Not a Universal Solution <ul><li>Define need first </li></ul><ul><li>Identify possible tools </li></ul><ul><li>Evaluate, ease of use, cost </li></ul><ul><li>Then select appropriate tool </li></ul>
    24. 24. Marketing & Technology <ul><li>Needs assessment – online surveys </li></ul><ul><li>Marketing research – online research </li></ul><ul><li>Product (program) – instructional technology </li></ul><ul><li>Distribution – started online option </li></ul><ul><li>Selling – Greg’s role </li></ul><ul><li>Advertising – Google Adwords, etc </li></ul><ul><li>Public relations – YouTube, iTunes Univ. </li></ul>
    25. 25. Program Improvements <ul><li>New courses </li></ul><ul><li>Course names & descriptions </li></ul><ul><li>Applied learning format </li></ul><ul><li>Improve instructional technology </li></ul>
    26. 26. Service Improvements <ul><li>Admission & registration </li></ul><ul><li>Career services </li></ul><ul><li>Online services, library </li></ul><ul><li>Response time </li></ul>
    27. 27. Inquiry Management <ul><li>Methods of inquiry </li></ul><ul><li>Greg’s role </li></ul><ul><li>System we inherited </li></ul><ul><li>How it was used in past </li></ul><ul><li>New approach </li></ul>
    28. 28. Communication Plan <ul><li>Current students </li></ul><ul><li>Program alumni </li></ul><ul><li>Internal audience </li></ul><ul><li>Employers </li></ul><ul><li>Professional Associations </li></ul>
    29. 29. Technology Tools <ul><li>Searchable content </li></ul><ul><li>Google Adwords </li></ul><ul><li>Website </li></ul><ul><li>YouTube </li></ul><ul><li>iTunes university </li></ul>
    30. 35. Google AdWords <ul><li>What is it? </li></ul><ul><li>Key word search </li></ul><ul><li>Google search – biggest inquiry source method </li></ul><ul><li>Reporting function </li></ul>
    31. 36. Google AdWords Benefits <ul><li>Familiar technology </li></ul><ul><li>Searchable content </li></ul><ul><li>Scalable, control costs </li></ul><ul><li>measurable & immediate results </li></ul><ul><li>Integrate with other marketing </li></ul>
    32. 41. Apple’s iTunes University <ul><li>What is it? </li></ul><ul><li>Familiar technology </li></ul><ul><li>Searchable content </li></ul><ul><li>How we use it </li></ul><ul><li>Reinforces message </li></ul><ul><li>Free </li></ul>
    33. 44. YouTube <ul><li>How we use it </li></ul><ul><li>Searchable content </li></ul><ul><li>Familiar technology </li></ul><ul><li>How we use it, e.g. events </li></ul><ul><li>Reinforces message </li></ul><ul><li>Free </li></ul>
    34. 47. Communication Reinforcement <ul><li>Website </li></ul><ul><li>Events </li></ul><ul><li>Services, career help, jobs ads </li></ul><ul><li>Employer services </li></ul><ul><li>Professional associations </li></ul><ul><li>Faculty presentations & conferences </li></ul>
    35. 48. Results FY2004 – 771 Credit Hours FY2008 – 1,239 Credit Hours FY2004 – FY2008 increase of 60%
    36. 49. Lessons Learned <ul><li>No silver bullet </li></ul><ul><li>Integrated marketing approach </li></ul><ul><li>Position statement & differentiation </li></ul><ul><li>Technology is not a savior </li></ul><ul><li>Little things make a difference </li></ul><ul><li>Need a champion </li></ul><ul><li>No overnight success </li></ul>
    37. 50. Lessons Learned <ul><li>No silver bullet </li></ul><ul><li>Integrated marketing approach </li></ul><ul><li>Position statement & differentiation </li></ul><ul><li>Technology is not a savior </li></ul><ul><li>Little things make a difference </li></ul><ul><li>Need a champion </li></ul><ul><li>No overnight success </li></ul>
    38. 52. Dr. Greg Williams <ul><li>Director & Clinical Assistant Professor </li></ul><ul><li>Univ. of Maryland </li></ul><ul><li>[email_address] </li></ul><ul><li>www.gregwilliams.net </li></ul>

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